Chocolate Bars are highly impulsive and being front of mind is what drives selection.
SNICKERS is the #8 brand in Australia and growing at only 1%. It needed a moment of fame outside of TV to get noticed and bought by people again.
We learnt that in order to get shared and noticed online, we had to find a way for our brand story to slip into the culture narrative - rather than just post another TV ad.
By flipping the global ‘You’re Not You When You’re Hungry’ platform with ‘Aussie Builders’, a controversial online viral video of empowering ‘cat-calls’ we sparked a global conversation.
With almost 3.5million views in 196 countries, $11million in earned media from a paltry $25,000 media investment, and a bump of $640,000 in additional local sales, the truly viral ‘Aussie Builders' online film drove fame and fortune for SNICKERS.